Craft Beverages In Western North Carolina

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Craft Beverages in Western North CarolinaHistorically, Western North Carolina(WNC) is no stranger to the craftbeverage industry. Early European settlersbrought well refined fermenting, brewing,and distilling skills. More recently,the region’s craft beverage industriescontinue to blossom due to our uniqueclimate, clean water, strong agriculturalbase, and access to multi-modeltransportation infrastructure. Whenpaired with ancillary industries such asmusic and outdoor recreation (which arestrong sectors in their own right) theybecome a cultural keystone for tourismand residents alike. With all of theseassets, it’s no wonder that Asheville andWestern North Carolina have the largestnumber of craft beverage providers percapita in the United States.On a national level, the BrewersAssociation provides us with a snapshotof industry projections. While theindustry represented less than 11% ofthe beer market in volume and a 19.3%share in sales as of 2014, market growthis projected to grow at a compound34.8% annual rate by 2019.19 Exportationis revealing itself as another rapidlygrowing sector of the industry. Craftbrewers export to over 30 countries andmany meet strict European standards.For example, Boston Beer was the first tomeet the strict German Reinheitsgebotpurity standards. Some U.S. brewershave resolved international shippingissues by opening breweries in Europeancountries. Stone Brewing is opening abrewery in Berlin and will be the firstAmerican craft brewer on the continent.In WNC, industry growth was kickstarted in 1994, by Highland BrewingCo. when they opened their doors asthe first legal brewery in WNC sincethe 1920 Prohibition. The following 20years brought many more breweries andbecame a key component of the localfood and tourism sector. The regions’designation as “Beer City” was solidifiedin 2012 when three of the largest craftbreweries in the nation made our regionhome to their east coast manufacturingand distribution facilities.5 The first toarrive was Oskar Blues in 2012 (ranked#24 in production), which was quicklyfollowed by Sierra Nevada (ranked #2)and New Belgium (ranked #3) in 2014.Sierra Nevada Brewing in Mills Riveropened its brewery taproom andrestaurant In March 2015.In recent years, the variety of craftbeverage production in WNC has becomeextensive. While craft beer is the largest,additional industries have emerged,including cider, wine, and spirits. Many ofthese emerging beverages are sourcingtheir ingredients within the region thanksto the strong agricultural sector. This hasfostered crop diversity and an alternateincome source for many farmers thatonce relied upon tobacco.Projected industry growthcontinues - A Motley Fool articleon Craft Beer Industry growth stated,“Craft beer has yet to reach itssaturation point. U.S. revenue hit anestimated 4.2 billion in 2014 and itis now the fastest-growing alcoholcategory by revenue”.Small storefront producers like Jack ofthe Woods, Wicked Weed and AshevilleBrewing continue to expand productionlevels from single sites to multiplestorefronts and regional distribution.While the highest concentration ofcraft beverage producers is located inAsheville, breweries and wineries canbe found as far west as Andrews, as farsouth as Highlands and there doesn’tappear to be a saturation point on thehorizon.From agriculture, to productmanufacturing, to distribution, totourism – Craft Beverage Productioncreates five jobs for every productionjob.7 These “bloom” jobs benefit ourregion’s industries and are a significantpositive impact to the region. Thesejobs are found at agri-industries suchas vineyards, orchards, and hops fields;hotels, restaurants and tourism sectors ofthe hospitability industry; and specialty

trades such as HVAC, Electrical, Welding,Water and Wastewater Systems.While this level of exuberant growth hasits challenges, the region continues tobenefit from the growth of the industryand identify opportunities within thisgrowth. The fissures in the supplychain have begun to be identified andaddressed as efficiently as possible.While our region’s Community Collegeshave enthusiastically developedcurriculums to meet the craft beverageindustry through manufacturing,hospitality, and raw product supplierneeds, it is clear that there are still weaklinks in the chain. In January of 2015,Land of Sky hosted a Craft BeverageSummit with the emphasis on identifyingindustry strengths, weaknesses,challenges and opportunities. Overtwenty-five industry representativesparticipated. The Summit results arebelow and revealed some cross-sectorchallenges and opportunities. Theopportunities and challenges that crossall industries are highlighted. From thislist, strategies were developed to addressneeds and expedite the implementationof industry opportunities.BEERStrengths Asheville BrewersAlliance Good Brewers andCollaboration Large craft brewerynumbers Craft BeverageGrowth Concerns Maintaining QualityStandardsOverexpansion / stockmanagementFDA and LocalRegulationsDistribution difficultiesand legislationCIDERStrengths 17 cideries Organized Strong salesRankings Troy and Sons Whiskey and BlondaWhiskey is produced at the AshevilleDistilling Company in Asheville NC. WeaknessesBuying powerHard to get local grain and hops at scaleLegislation: contract brew, mobile canning,Sunday drinkQualified labor (HVAC and equipmentmaintenance)Pay scale (larger brewers pay more than homegrown breweries)Employee training (few experienced packagingor bottling employees)Wastewater treatment and capacity limitationin smaller jurisdictions.Highly skilled brewing specific construction /fabricationTrained and stable workforceSanitary weldersProcess supportPackaging manufacturers (6-pack printers andcartons)Tank manufacturersPackaging (6-pack carriers)Weaknesses Need for strongregional organizations2014 North Carolina ranks 12th in the nation in CraftBreweries with 101 producers2014 North Carolina ranks 24th in the nation in thenumber of Craft Breweries per Capita 1.42012 North Carolina ranks 14th in the nation ineconomic impact of Craft Breweries with 791.1million2014 North Carolina ranks 15th in the nation in CraftBrewery production with 372,473 barrels producedOpportunities Packaging resources Political voice Credibility Buying power Collaborate inmarketing Ashevillebeer outside theregion Beer tourism andoutdoor tourism link36As of 2014Craft BreweryExperts haveincreased by36%Opportunities Appalachian grown branding for cider and wine;certified locally grown Agritourism Material source for distilleries Collective marketing Unique market positioning Many new jobs Cooperative distribution processes andorganizations that deal with small businesses Heritage crop to replace tobacco Crop insurance for spray draft damage Cross sector tourism opportunities Cooperative bulk buying and recycling purchasing power

DISTILLEDWINEData Strengths 6 distillers Emergingdistillers Good sales Promoting wellStrengths Farming historyin WNC SAVI: SustainableAppalachianViticultureInstitute Local TradeAssociation Annual GrapeGrowingConference Good soils,climate forgrapes Native grape 53 WineProducersWeaknesses Legislation HB 842 ABC system very hard forstartup distilleries Small farms meeting demand forindustry Processing for local producersWeaknesses Local winemaking equipmentsupplier Legislation and laws barriersrelated to sourcing of grapes,and distribution Refrigerated trucks fortransporting grapes High capital cost of buildingwineries Need to increase education inall aspects of the grape/wineindustry Lack of juicing facility High land costs for smallvineyards and wineries No grapeseed processorOpportunities Lots of new products; grapebased (brandy, grappa,lemon-cello, orange-cello Cultural tourismOpportunities Appalachian grownbranding for cider andwine; certified locally grown Agritourism 150 products from grapes;new businesses, lots of jobopportunities Material source fordistilleries Collective marketing Distribution processes Heritage crop to replacetobacco Crop insurance for spraydraft damage Bulk buying and recycling Pooling purchasing powerCraft Beverages are now driving the Beer, Cider, and Distilling Industries.Since 2010 there has been an 18% growth in the Craft Beverage Industry (by Volume) and it continues togrow.It is estimated that there are over 2,000 producers in the planning stage of production.Steady growth across all craft beverage industriesOverall growth shifting to off-premiseIncreases in Seasonal VarietiesUrban Orchard Cider Bar is located inWest Asheville.Cross-Sector Challengesand Opportunities:Glass Recycling9Challenge - The Craft Beverageproducers that utilize glass containerscontinue to look for more efficientoptions for glass recycling. The commonprocess of crushing and moving glass toa 20 yard roll-off (a bunker style system)which allows glass to accumulate until itreaches sufficient quantity to be hauled,is not a realistic option due to the amountof land required to crush, move and storethe glass.Current Option - A study of the issuewas completed by North Carolina WasteReduction Partners, which recommendedthe use of a heavy hauler that willtransport a 30 yard roll-off directly toReflective Recycling’s site in Pacolet, SC.This option will result in an annual savingsof 800.

ALLStrengths Local consumer support Region is recognized as aworld-wide tourist destination Access to interstate and railtransportation infrastructure Collaboration, exciting (peoplewant to work for breweriesand craft beverages) goodcrossover opportunities Short term/long term trainingprograms at BRCC and AB Tech Coordinated job placement /recruitment for area business/industry Community involvement(public, private and crossindustry) Distribution network Energy and creativity Drinkable invitation (tourism) Devotion to quality and raw/natural resource quality Support for local productsand business / diverseopportunities Great water quality Added interest in wastewaterqualities and challenges Increase in manufacturing jobs InnovationState and Federal LegislationChallenge – Beverage relatedlegislation that was adopted during the1920s prohibition period continues tolimit or restrict beverage production,industry growth and distribution options.Weaknesses Recycle options Scale up to industry Large water demand Challenges the areas solidwaste and transportationinfrastructure at unknownlevels Regulatory landscapes BODs: high strengthwastewater from breweriesentering treatment facilities Raw material acquisition Lingering legacy of 1920prohibition era laws / socialsystem Slow pace of changes tolegislation on federal andstate levelsOpportunities Employment in Manufacturing,Equipment Maintenance,HVAC, Welding, and Electrical,and Water and WastewaterInfrastructure Management Transportation - alternate forms,bus/regional, bike, greenways Glass and packaging suppliers BRCC and AB-Tech training andcustomized courses System automation Infrastructure to support thecraft brewers conference Enhanced and Expansionof waste management andrecycling opportunities Regional (national) resource 6-pack boxes/holders Pallet recycling Glass recycling / reprocessing Coop and shared facility Logistic training Beverage tourism Equipment production i.e. taphandlesRecycling center at Sierra Nevada in Mills River. NC House Bill 278 – This bill proposedto increase the small brewery limitfrom 25,000 barrels to 100,000barrels before the brewery mustuse a wholesale distributor for theirproject.10NC House Bill 625 – This bill willauthorize retail sale of unfortifiedwine at breweries; clarify that theself-distribution barrel limit doesnot include malt beverage sold toconsumers at the brewery; andclarify the law governing changes inownership and contract brewing.11NC Senate Bill 24 – This bill willallow distillery permit holders tosell spirituous liquor distilled onpremises to visitors of the distilleryfor consumption off the premises andto expand the list of places at whichfree spirituous liquor tasting may beheld.12Federal Congressional Committee Review of the “Three-Tier System”for alcohol sales. The “Three-TierSystem” describes the “producer towholesale distributer to retailer” andeach state has its own set of lawsgoverning the “three-tier system”.The current law is supported by thewholesale beverage distributersand opposed by the craft beverageindustries due to the law inhibitingconsumers’ ability to order winedirectly from wineries. Currentlythis issue is still in committeediscussions.13,14

Current Status NC House Bill 278 -- Has beenreferred to the Committee onAlcoholic Beverage Control NC House Bill 625 – Has passed the1st reading and has been filed NC Senate Bill 24 – Has passed the1st reading and has been referredto the Committee on Rules andOperations of the Senate Water and WastewaterChallenges15, 16, 17Across all sectors of the Craft Beverageindustries, water quality and quantityand wastewater composition are in theforefront of the producers minds. Notonly do the producers use water tomake their product, but the sanitation ofwastewater effluent is an enormous partof the beverage production business.Challenge – Water ph (quality) andwater quantityEven the most efficient beverageproducers use on average, 4 to 5 gallonsof water per bottle of product produced.That is a ratio of 4:1 (gallons of water perbottle of product). These ratios can be ashigh as 8:1 at less efficient facilities. Thecost of water, reliability, and treatmentcosts can all result in increased costs andinterruptions in the supply chain.Opportunities – Preplanning andManagementQuantity/Quality/Conservation –when designing and locating a facility,producers need to determine whetherthey will be relying on a public watersystem, private wells, or a combination ofthe two. Smaller communities may notGrapes from Addison Farms Vineyard inMadison County, NC.have the capacity to support productionneeds. The cost of water should beassessed in any site selection process. Sole use of public water systems investigate the system’s capacity,water rates and rate trends, regionwide drought trends and localsystems reliability.Sole use of on-site private wells- investigate region-wide wellproduction, water ph, treatmentrequirements and region-widedrought trends.Combined water systems –combined water systems often resultin more stable, cost effective andenvironmentally efficient systems.Separating water for productproduction and facility sanitation canreduce costs.Map the facilities water distributionsystem network, marking the routesof all major pipes and drains. It iscritical to keep the maps up to date. Identify major points of wateruse. Identify major wastewaterdischarge points. Estimate and track water use anddischarge at each major point. Track water quality at each majorpoint Check water use throughout thesystem when production hasceased. Flowing water in linesand drains indicate leaks andsystems have been left open.Challenge – WastewaterManaging BODs (Biochemical OxygenDemand) and CODs (Chemical OxygenDemand) is important to treatment.While not toxic, high concentrationsCommunityCapitalIndividual CapitalKnowledge of business opportunities. Awareness of capital sources,business training.Intellectual CapitalCertificate programs and degrees offered for value-chain careers(logistics, craft brewing, fermentation, business).Social CapitalCollaborative network. Stronger relationships among organizations,businesses, and government entities. Regional collaborationthrough industry member groups and coordinators.Natural CapitalNew sustainable practices implemented for processing, sourcing,manufacturing. Opportunities for Land kept or returned toagricultural production. Conservation based businesses.Built CapitalReclaiming vacant buildings for manufacturing, brewing, processing.Shared rail infrastructure for product delivery.Political CapitalNew understanding of the regulatory and policies that help orhinder growth of craft beverage manufacturing in WNC.Financial CapitalNew business opportunities for ancillary and value-added products.New capital investment and training available for entrepreneurs.Local Ownership and ControlShared sourcing of inputs and by-products. Locally owned andoperated businesses with broad support from local entities.Better LivelihoodsNew job opportunities and product development. 791 million in2012 craft beer sales statewide.

of untreated beverage productionwastewater can destroy the microbebalance that breaks down organic wasteat a treatment plant.Opportunity – Pre-planning andManagementGive spent grain to local farmers –Generally, craft beverage spent grainproduction is too low to warrant sellingspent grain. There is potential forvalue-added products with emergingtechnology if the grain can be stockpiled, which requires space.Effluence Pretreatment – while there areinitial costs to a pre-treatment system,it is becoming the norm as the craftbeverage industry grows. Many newpre-treatment systems are currentlyavailable to meet the needs of small torobust craft beverage producers. Somepre-treatment facilities can reduce solidsas well as capture and use methanegenerated in the process to co-generateelectricity at the facility.Pallets 22Challenge – Effective October 1, 2009NC House Bill 1465 banned the disposalof wooden pallets in municipal solidwaste landfills.Opportunity – Pallet Recycling North Carolina Pallet RecyclingExchange NC DENR - Pallet Recycling Loop NC DENR - Pallet use and recyclingtoolkitCraft Beverage Reference Sources1. 2014 State of the Industry, by Paul Garzaand Bart Watson, Brewers Association2. 2014 State Craft Beer Sales andProduction Statistics, by the BrewersAssociation3. Craft Beer Saturation “Too Much of aGood Thing? Concerns About Craft-BeerSaturation” by the business times, July4, 20144. Will Boston Beer Dominate This 330Million Market, Too? By Rich Duprey,Motley Fool January 2, 20155. 2014 National Beer Sales and ProductionDate by Brewers Association WineIndustry Facts, by North Carolina TourismOfficeCraft Beer .19.20.21.22.“Saturation?.Really?”, by CostarBrewing CompanyAsheville Buncombe Technical Collage,Craft Beverage Institute of the Southeast,Scott Adams, Director and Brew Master2015 Craft Beverage Summit – CraftBeverage Industry SWOT ReportGlass Recycling Assessment Summary:Sierra Nevada, May 12, 20152015 Session NC Legislature – HB 278“Increase Small Brewery Limits”2015 Session NC Legislature – HB 625“Brewer Law Revisons”2015 Session NC Legislature – SB 24 “ToAllow NC Distilleries to Sell SpiritousLiquors to tour visitors.” February 2015An End to Wine Direct Shipping? ByRobert Taylor, Wine Spectator April 2010Beer Issues: What’s up with the ThreeTier System? By Mike ReisWater and Wastewater: Treatment/Volume Reduction Manual, by BrewersAssociationWastewater in the Brewery – Are YouSending Money Down the Drain? ByDana Johnson, Birko Brewery andProduction Specialist, The New BrewerMagazine July/August 2008The Growing Challenges of BreweryWastewater Systems by Keith Gribbins,Craft Brewing Business MagazineSeptember 6, 2013Idea of the Week: Mapping The Riseof Craft Beer by Daniel Fromson, NewYorker Magazine, June 6, 2013Brewers Association Economic ImpactStudy, by Brewers AssociationCraft Brewers Capacity, by Bart Watson,Brewers AssociationStudy of Visitors to North CarolinaWineries 2012, Prepared by Departmentof Marketing, Entrepreneurship,Hospitality, and Tourism Byson School ofBusiness and Economics, University ofNorth Carolina GreensboroNC Pallet Recycling Network,Pallet Buyers Guide. ge.cgi?gid 100344

assets, it’s no wonder that Asheville and Western North Carolina have the largest number of craft beverage providers per capita in the United States. On a national level, the Brewers Association provides us with a snapshot of industry projections. While the industry represented less than 11% of the beer market in volume and a 19.3%

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